Hello everyone! Last year, the Wanjie M9 sold over 150,000 units. It became the sales champion in the price segment above 500,000 yuan (68630$).
What does this achievement mean? First, the price range above 500,000 yuan (68630$) is a monopoly for BBA. Last year’s sales list shows that the Wanjie M9 is the only domestic brand in the top five. Second, an annual sales figure exceeding 150,000 is impressive. It outperforms more mainstream and lower-priced models like the Ideal L7 and BYD Tang New Energy.
Why can the Wenjie M9 break the BBA monopoly in the high-end market? How does it sell well with an average price over 500,000? Let’s explore through comparison. Comparing to the Ideal L9, the brand is stronger and the design is more traditional. The Wenjie M9 and the Ideal L9 have similar positioning and dimensions. The size difference is negligible. However, the Wenjie M9 offers more seating options, with 5-seat and 6-seat versions, while the Ideal L9 only has a 6-seat version.
The Wenjie M9 offers two power options: pure electric and range extender. Sales show that the range extender dominates. The range extender model features a 1.5T range extender and dual motors in the front and rear. The Ideal L9 has a similar setup. In terms of power parameters, the Wenjie M9 performs better and accelerates faster from zero to one hundred. However, for a large SUV, slight differences in power do not significantly influence consumer choice.
In terms of range, the Ideal L9 offers simplicity. Both high and low configurations have a 52.3 kWh battery. The WLTC electric range is 235 km. The Wanjie M9 extended version comes in two options: 42 kWh and 52 kWh. Its WLTC electric ranges are 190 km and 233 km, respectively. The Wanjie M9 pure electric model features a 100 kWh battery, with a CLTC range of 630 km. New energy brands focus on smart features. The Wanjie M9 and Ideal L9 are no exceptions. In terms of intelligent driving, both rank among the top tier of new energy vehicles.
The Wenjie M9 and the Ideal L9 both use an end-to-end technology architecture without high-precision maps. They have both launched the “space-to-space” intelligent driving feature. This means the Wenjie M9 and Ideal L9 can autonomously find parking spots, cruise in parking lots, pass through tollgates, navigate in cities, and drive on highways to their final parking destinations.
The Wanjie M9 and Ideal L9 have no significant differences in hardware and functionality. However, the Ideal L9’s price ranges from 409,800 to 439,800 yuan (60370$). The Wanjie M9 is slightly higher, priced between 469,800 and 569,800 yuan (78210$). Ideally, the Ideal L9 offers better value and should sell better. Yet, when the price reaches around 500,000 yuan (68630$), brand and design become crucial. In these aspects, the Wanjie M9 holds an advantage.
Before making cars, Huawei was a digital brand and a B2B communications brand. When overseas communications faced challenges, Huawei impressed people as a strong national tech brand. This is why many trust it and are willing to spend money to support it. At the same time, the design of the Wenjie M9 is more acceptable.
The design of L9 is simpler. It has a stronger tech attribute. Compared to others, it appears more avant-garde.
The Wanjie M9 has a business-oriented appearance. It looks complex and luxurious. It attracts a wider range of consumers.
The Wanjie M9 features a unique taillight. It offers creativity without overwhelming traditional consumers.
Data shows that most buyers of the L9 seek cutting-edge technology. In contrast, buyers of the M9 come from traditional industries. This trend resembles Huawei’s balanced approach.
Compared to the ideal L9, the Wenjie M9 excels in brand and design. How does it sell better than BBA models at the same price? In the same price range as BBA, the M9 offers stronger intelligence and better value. Last year, many BBA models provided unprecedented discounts. For example, the BMW X5’s price dropped to over 500,000. The Audi Q7 also recently offered a fixed price of 459,900. These prices overlap with the Wenjie M9’s price range.
Next, we compare the BMW X5 with the Wenjie M9 in terms of product strength.
The BMW X5 targets the mid-to-large SUV market. After the extension, its wheelbase is similar to the Wuling M9. However, its length decreased by nearly 20 cm.
In terms of power, many say range extenders are outdated. However, electric motors provide stronger power parameters. If one motor isn’t enough, add another. Even the BMW X5 40Li with a 3.0T engine cannot win on parameters when stacked against electric motors. This is especially true for average consumers. If they don’t seek the allure of an engine, they can easily be impressed by the parameters of the AITO M9.
The intelligent features of the Wanjie M9 offer a better experience. The BBA models in the same price range only provide L2 level assisted driving. Their in-car systems are also limited. Compared to BBA models, the Wanjie M9 offers more space and more features at a similar price. Its main advantage lies in cost-effectiveness. Additionally, many Wanjie M9 sales come from BBA owners upgrading or switching.
These people own a BBA or still have one. They either seek novelty and want to experience advanced smart features or want to switch to a larger vehicle with better functionality and value. The M9 fits well. In conclusion, due to the Huawei brand, the AITO M9 has a chance to compete with BBA in the 500,000 market. Traditional consumers find it easier to accept than the Ideal. It also offers them a chance for a conservative choice while trying new features.
One key point: the Wenjie M9 is an SUV. Without brand premium, spending more means getting more features. For example, spaciousness, versatility, and fresh configurations like TVs, refrigerators, and large sofas. The SUV design suits these features well. Once the product strength is in place, sales will naturally follow. This explains why the Wenjie M9 succeeds while the sedan, the Xiangjie S9, struggles to replicate this success. Do you think the Wenjie M9 is worth it? Feel free to discuss in the comments!